Marketing and the Customer Value Chain : Integrating Marketing and Supply Chain Management
- Author
- Thomas Fotiadis, Dimitris Folinas, Konstantinos Vasileiou, …
- Publication Year
- 2022
- Publisher
- Routledge
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
- Download Book Read book
Offers a systemic approach to the integration of marketing and supply chain management. It examines the strategic connections and disconnections between supply chain and operations management and marketing by focusing on the factors that constitute the extended marketing mix, including product, price, promotion, people, and processes.
Keywords: Marketing / Supply Chain Management / Operations Management / Consumer Behaviour / Marketing Management / Strategic Management
